• Client: Whirlpool Corporation
  • Category: Appliances, Cleaning Products

“We’ve developed a breakthrough, convenience product to remove odor-causing residue that can build
up in High Efficiency (H-E) washing machines. This is an opportunity to define and lead a new category of care for buyers of H-E washers… by helping them keep a clean and fresh laundry room.”

 
 
 
 
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Project Goals

  • Launch a new home cleaning category and build a successful product line.

Of Note

  • Breakthrough, convenience product to remove odor-causing residue that can build up in High Efficiency washing machines
  • Our PROCEDE® process discovered three, complementary platforms for brand development, from which 19 valid, actionable brand & packaging concepts emerged.
  • Brand mark character, colors and packaging design elements connect with performance, confidence and environment – the key functional and emotional positioning strategies for the brand and product
  • Unit sales of the first brand product at launch (one million plus) exceeded all expectations
  • Sustained growth year-over-year and an extended brand product line